Big Media companies have always had one issue or the other with Youtube when it comes to ads. Youtube is trying to improve the scenario. The website has decided to give a share of the ad revenues generated from the videos; irrespective of who uploaded them.

Thus far, majority of the ads have been appropriately superimposed and added on the website. At present, very few media organisations have been able to sell ads, which belong to them. Industry sources, however, are expecting this program to expand and include the larger media partners before the end of Q1.

Youtube has given confirmation that not many media partners, such as CBS will be able to immediately sell their own ad inventory on the videos in their Youtube channels as well as videos with their content uploaded by users. Youtube has plenty of conventional media partners apart from the Partners Program, which aims for super users.

The option through which users will be able to put up their own ads will not be available to super users who have come through the Partners Program. The chance to put up their ads on Youtube is something major for the bigger media firms. More specifically, those which have been selling web based video ads across the sites of their own. The possible selling of ads against all the videos belonging to these media firms is very tempting; even if it means that they have to share the revenue with Youtube.